Repercussão da estratégia omnichannel a partir do user generated content: um estudo de caso em uma empresa supermercadista de Natal/RN
The consumer purchase decision process goes through a multiplicity of channels, the customer migrates from one channel to the other without barriers and expects the same way that companies enable a continuous and uninterrupted shopping journey. Therefore, it is no longer necessary to just be present...
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| Formato: | Dissertação |
| Idioma: | pt_BR |
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Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/46793 |
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| Resumo: | The consumer purchase decision process goes through a multiplicity of channels, the
customer migrates from one channel to the other without barriers and expects the same
way that companies enable a continuous and uninterrupted shopping journey. Therefore,
it is no longer necessary to just be present in several channels simultaneously, it is
necessary to think about a uniform experience with integrated actions, developing a
strategy called Omnichannel (Staflund and Kersmark, 2015). Gasparin, 2020, highlights
that the academic researches that deal with this strategy focus on the implantation and the
organizational vision of its effects, although they ignore two important points: The way
consumers perceive the strategy and the growing use of social media in the shopping
journey . Among the possible ways of collecting data that may present a perception and
as a consumer need, the content that the client generates on his social networks
(Timoshenko and Hauser, 2019), called user, stands out as a rich source of information.
generated content. Therefore, the present research analyzed the repercussion of the
development of an omnichannel strategy for a supermarket chain in Natal / RN based on
User Generated Content (UGC). The research comprises an exploratory and descriptive
case study, adopting a qualitative data treatment and analysis, secondary data were
collected on the company's Instagram for categorical analysis based on the dimensions of
the UGC and the characteristics of the omnichannel strategy. The results found point to
the direction that the omnichannel service has a good repercussion among customers and
exhibitors that, in the view of the customers present on Instagram, the strategy explored
hit the categories of complementarity and shopping journey, but it still left something to
be desired in terms of channel integration. The data found contribute to the advancement
of academic research on this topic, reinforcing studies focused on the consumer's view of
this transformation process. In addition, the results show the market point of view because
it can assist decision making regarding the direction of organizational investments in
omnichannel strategies from the understanding of the customer's view and their
consumption behavior. |
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